PLANS to create a digital display at a Co-op in Wareham have been refused following concerns it would distract drivers.

The store on North Street applied to create a digital advertising display screen to promote in-store offers and campaigns.

Adverts would have run during the store’s opening hours, 7am to 10pm.

But the plans have now been rejected by Dorset Council after officers claimed the screen would result in “additional unnecessary advertisement clutter with a visual impact” that would be detrimental to the conservation area.

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Wareham Town Council, who objected to the plans, said it would be distracting to drivers.

“The sign is too bright, by the applicant’s own admission, and it is not being turned off at 10pm, being left on much later than stated,” their comment reads.

“The sign is extremely distracting to drivers and being in a conservation area is not in keeping with the local area.”

Co-op said the display was designed to minimise its lighting impact with automatic brightness adjustment settings.

It also said that it complies fully with both national and local heritage policies, but Dorset Council disagreed.